Food & Drink Innovation Network ? NEW COVENT GARDEN ...

February 21st, 2012

New Covent Garden is raising funds for the Royal National?Lifeboat Institution (RNLI) with its latest Soup of the Month.

March?s Soup of the Month, ?Robin?s Chipotle Chilli Bean and Chorizo Soup?,?is the latest to be created by a consumer as part of New Covent Garden?s?innovative social media campaign.

The soup was designed by Robin Goodlad,?an RNLI crew member from Aberdovey, Wales.

Nigel Parrott, New Covent Garden?s Group?Marketing Director said:

?For every pack sold, New Covent Garden will make a donation to the RNLI,?raising a minimum of ?6,000.

?Most RNLI crews are volunteers who put themselves at risk?to help others in danger, and we?re proud to be able to show our support.

?We?re?sure consumers will feel the same, and expect this month?s limited edition soup?to sail off the shelves.?

Each month, members of New Covent Garden?s online community are invited to?submit their own recipes based on pre-selected themes, which are then voted?for by consumers.

This month?s theme, ?Recovery?, invited recipes that would?help consumers get back on their feet after any arduous task.

Parrott said: ?Robin?s Chipotle Chilli Bean & Chorizo Soup is ideal for recovery, with its?warm, smoky Chipotle, beans and Chorizo.

Robin?s Chipotle Chilli Bean and Chorizo Soup?, is the latest to be created by a consumer

?Consumers often?turn to soup as a ?feel-good? meal to provide comfort and nourishment, and this?soup certainly fulfils that need ? whilst allowing consumers to help a worthwhile?cause at the same time.?

New Covent Garden has a long-standing relationship with the RNLI.

The brand?has supported the RNLI for several years by donating a percentage from sales?of its Smoked Haddock Chowder, a permanent SKU in the range, to the charity.

Robin?s winning recipe was one of many received from the public, including a?number of RNLI crew members.

Consumers are still encouraged by an on-pack call to action to submit their recipes for future Soup of the Months at www.newcoventgardensoup.com,?where recipes, tips and a blog are encouraging further engagement with the?brand.

Robin?s Chipotle Chilli Bean & Chorizo Soup will be available until the end of?March 2012 with an RRP of ?2.20, in outers of six.

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Related posts:

1. NEW COVENT GARDEN LAUNCHES LIFEBOAT CAMPAIGN
2. NEW COVENT GARDEN UNVEILS NEW GOA FESTIVAL SOUP
3. NEW COVENT GARDEN RELEASES NEW HEART WARMING SOUP
4. NEW COVENT GARDEN UNVEILS SUMMER SOUP RANGE
5. NEW COVENT GARDEN UNVEILS NEW ENGLISH GARDEN PARTY SOUP
6. ALCOHOLIC SOUP A FIRST FOR NEW COVENT GARDEN
7. NEW COVENT GARDEN UNDERGOES BRAND OVERHAUL
8. NEW COVENT GARDEN UNVEILS VALENTINES THEMED SOUP OF THE MONTH

Source: http://www.fdin.org.uk/2012/02/new-covent-garden-unveils-chipotle-chilli-bean-and-chorizo-soup/

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